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Landscape audits are one of the most important digital marketing tools we have at our disposal.
Listening to conversation online is the most useful activity we can do as digital marketers.
More so than engaging, creating great content or coming up with astonishing creative, listening is the fundamental skill anyone working in social media must be proficient in.
Without an understanding of what people are saying online, it is incredibly difficult to know how to connect with them in an effective way.
I'm a great believer in using data and analysis to inform strategy. Without that evidence, observation and evaluation, you simply can't rationalise any plan you want to pitch to your client.
To do this, you need a landscape audit: research of online conversation around a particular topic, company or community.